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AWI sees renewed interest in the use of wool in womenswear

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In the August market report the Woolmark Company looked at the renewed interest in the use of wool in womenswear.

 

The report points out that in recent months the Australian wool market’s benchmark Eastern Market Indicator (EMI) has remained above 1200 Ac/kg clean while global equity markets and particularly the Chinese stock market have fallen heavily. The latter fell by more than15% in August following the 30% decline in June and July. With the significance of China to the trade of wool and ongoing global uncertainty, it is impossible to predict the future direction of the wool market but in recent months it has held up well, in part due to solid demand.

 

Part of this demand comes from the resurgence of wool in womenswear, a market somewhat lost to wool 30 years ago according to International Wool Textile Organization president Peter Ackroyd.

 

“The worsted wool industry lost considerable business in the 1980s when tailored womenswear opted for synthetic fibres, a decision purely based on price pressures in the high street” Peter says.

 

He reports that just six months ago, runways, catwalks and fashion commentators in Paris, Milan, London and New York were witnessing strong evidence of wool’s rapid autumnal return to quality womenswear.

 

“Initially chunky, tweedy and coarse, the woollen look easily lent itself to the trend for layering, with sweaters, stoles, scarves and capes that followed the return of traditional coats.”

 

Peter adds that a more refined tailored look is now a key trend for this autumn and drape is an essential element in the new look that British Vogue in its August edition called the ‘Suit…Reboot’.

 

“We noticed last year several leading couture houses in Paris were sampling fine worsted qualities traditionally associated with menswear for their womenswear collections. Some excellent business ensued and we expect the interest to be much stronger next season,” noted Richard Boide, Commercial Director of Dormeuil in Paris. The Woolmark Company Chief Marketing Officer Rob Langtry agrees.

 

“The Wool Lab, our inspirational sourcing guide, has researched and resourced this relatively new phenomenon of women seeking more sustainable solutions to both formal and informal dressing. I see a pivotal role for finer micron wools in womenswear as consumers seek more environmentally acceptable solutions each season.”

 

 

Source: The Woolmark Company

 

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